PURPOSES OF ADVERTISING COMMUNICATIONS: CONTEXTUAL MEANING AND LANGUAGE STRATEGY

Abstract

The paper tries to clarify the leadership role of the advertising appeal when creating an advertisement and its relationship to the success of the advertisement. We have summarized its main goals as well as the most important criteria for creating it, considering the target group of the advertised product. We have given examples of advertisements from various fields and we have made an analysis of their contextual meanings. We have also examined the linguistic strategies used in the advertising appeals we have quoted. The appropriate conclusions have also been drawn.